How bloggers use geography to develop online destination image for Malaysian Borneo / Siao Fui Wong, Balvinder Kaur Kler and Stephen Laison Sondoh, Jr.

Wong, Siao Fui and Kler, Balvinder Kaur and Laison Sondoh, Stephen (2017) How bloggers use geography to develop online destination image for Malaysian Borneo / Siao Fui Wong, Balvinder Kaur Kler and Stephen Laison Sondoh, Jr. Journal of Tourism, Hospitality & Culinary Arts (JTHCA), 9 (3). pp. 1-18. ISSN 1985-8914 ; 2590-3837

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Abstract

This paper provides an understanding of how one single brand effectively represents two places drawing from location branding for tourist destinations. How are images and stories within blogs used to create online destination image (ODI)? A qualitative content analysis (QCA) explored a purposive sample of 25 blogs (in English) to evaluate Malaysian Borneo’s image. The QCA indicates that Sabah and Sarawak are identifiable for unique experiences related to three tourism attributes: nature, adventure, and culture (NAC). Specifically, Sabah is known for its iconic orangutan and Sarawak for its wilderness. This paper contributes to the practical and theoretical development of one brand for two destinations in two ways. First, findings indicate it is possible for one brand to be shared by two competing destinations. Findings also propose bloggers use geographical characteristics to produce an induced image because descriptions and experiences focus on the physical, human-environment, and human geography. The findings of this paper provide a solid foundation for future research to explore the role played by bloggers in creating ODI based on geographical characteristics.

Metadata

Item Type: Article
Creators:
Creators
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Wong, Siao Fui
UNSPECIFIED
Kler, Balvinder Kaur
UNSPECIFIED
Laison Sondoh, Stephen
UNSPECIFIED
Subjects: G Geography. Anthropology. Recreation > G Geography (General)
G Geography. Anthropology. Recreation > G Geography (General) > Travel and the state. Tourism
G Geography. Anthropology. Recreation > G Geography (General) > Travel and the state. Tourism > Malaysia
T Technology > TK Electrical engineering. Electronics. Nuclear engineering > Telecommunication > Blogs. Weblog software
Divisions: Universiti Teknologi MARA, Selangor > Puncak Alam Campus > Faculty of Hotel and Tourism Management
Journal or Publication Title: Journal of Tourism, Hospitality & Culinary Arts (JTHCA)
UiTM Journal Collections: UiTM Journal > Journal of Tourism, Hospitality & Culinary Arts (JTHCA)
ISSN: 1985-8914 ; 2590-3837
Volume: 9
Number: 3
Page Range: pp. 1-18
Official URL: https://www.jthca.org/
Item ID: 19458
Uncontrolled Keywords: Travel blogs, Borneo, Online Destination Image (ODI), geographical location, Qualitative Content Analysis (QCA)
URI: https://ir.uitm.edu.my/id/eprint/19458

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19458

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